Cloud in the Channel: The Big Debate

This is the second debate on the impact of Cloud in the channel. The success and feedback from our previous roundtable has led us to look at specific issues in greater depth.

• Why should Cloud vendors use the channel ?
• What services and differentiation can be built around the Cloud?
• Cloud Channel Revenue : Cannibalisation and Cashflow
• Sales people and commission plans for selling Cloud services

Join our experienced panel recruited from different elements of the channel for this free ranging and frank debate.

Predictive analytics is old news in the B2C world with companies like Amazon driving as much as 35% of revenues through their recommendation engine. But over the past year, B2B companies have been adopting this powerful technology to better understand purchase propensity and focus their resources on the highest converting leads, most effective campaigns and best customer expansion opportunities.

Learn about the most common uses of predictive scoring to prioritize leads for sales and hear how three Lattice customers creatively put their predictive scores to use to increase conversion and campaign performance rates.

Analytics are key to making your company agile, and to making better market, customer, and competitive decisions. An analytics center of excellence provides the company with valuable insights, protects privacy and brand reputation, and guides the prioritization and selection of opportunities for greatest growth. Join Laura Patterson in a discussion about:

· How an Analytics Center of Excellence make a difference to the company, customers, marketing

· What is an Analytics Center of Excellence, establishing its purpose, and creating the vision

· The key functions and capabilities needed

· The journey’s key stages, associated challenges, and what do you need to do to get to the next step

· What metrics you should select to measure the value and impact of an Analytics Center of Excellence

If 2014 was the year of big data, 2015 may be the year that marketers learn to effectively harness and act on that data. But which tools are must-haves, and which are distractions? Join our panel of experts as they discuss:

• The biggest attribution challenges facing marketers today
• The top analytics tools that all marketers should have in their technology stack
• Important new metrics you should be thinking about

The rise of mobile and the multi-screen world puts the consumer firmly at the centre of the digital universe. Content needs to be more personal and more relevant as consumers come to regard traditional advertising and marketing tactics as intrusive and ineffective. Marketers now have to ask themselves some crucial questions:

• Is my content successfully driving more traffic?
• Are those visitors actually engaging with my content?
• Which traffic sources provide the most engaged and highest-converting customers?
• Which of my content is driving positive ROI?
• How can I improve my content to meet sales or conversion targets?
• How can I accurately measure which content is most effective and evaluate why some content performs better than others?

In this webinar, Duncan Clark will explain how you can tackle these questions to ensure your content marketing pulls its weight and delivers against business objectives.

Digital targeting tools, data and advanced analytics have evolved to the point where you can understand and target desirable customer segments with customized messages. See a case study and learn best practices of how to use advanced analytics to focus and personalize your digital marketing on your most desired audiences.

Marketers often say that they want to be more metrics-driven or that they want to be able to show marketing’s value. In this session we will discuss the ways you can collect the metrics that prove the value of marketing, so you can regularly review and take action on the data. We will also cover the value of benchmarking in order to refine your processes and improve the effectiveness of your marketing efforts.

In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

Show Me Your Stack is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business. Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

About Doug Sechrist:

Doug Sechrist is Vice President of Demand Marketing at Five9, the leading provider of cloud contact center software. Before joining Five9, he served as Vice President of Demand Generation at Eloqua as well as Taleo. He has also held Corporate and Field Marketing positions at ZANTAZ, an Autonomy Company, Intira Corporation, and Ascend Communications.

Learn how leading organizations are engaging in social media and using new employee advocacy platforms to publish compelling content, position themselves as topic experts, identify leads and even drive acquisitions. As Employee Advocacy programs mature, companies are finding new ways to turn sales and marketing professionals into brand ambassadors. In this webinar, you will learn:

- How these organizations and others are having success
- Some actual best practices and secrets to social selling
- 5 Steps to launching your own employee advocacy program

Partners are incredibly valuable when it comes to B2B marketing; they can unlock your marketing potential by accessing a wide customer base. But there are also some challenges: keeping control of content and channels while maximising the impact of your initiatives.

In this webinar we will show you how Microsoft used their partners to amplify their content through social media.

1. develop a messaging strategy based on "mobile moments"
2. intelligently message your guests "in the moment" based off where they are in their shopper journey
2. leverage a users context: where they are, where they’ve been, what they like and how they want to receive messages
3. use targeting to boost mobile message response rates four to seven times greater than non-targeted messages

Join Kath Pay, Marketing Director of cloud.IQ, on this webinar to discover how you can use popovers (also known as lightboxes or overlays) to increase your conversions - whether you are looking to drive sales, subscribers, return visits or downloads.

Take the right approach to popovers and they can be an extremely effective conversion tool that are also a helpful customer service tool, encouraging loyalty. Companies looking to increase their subscriptions and download conversions have seen a 300 - 400% uplift.

Attend and you will learn:

> How to integrate offers and codes to drive customers back to basket
> How to personalise popovers to retain visitors and grow your customer database
> How to wake up idle customers and nudge them to action

What tools do other marketers use? Find out in Lattice's Special Sauce Series: Show Me Your Stack! with Influitive VP of Marketing, Jim Williams.

In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

Show Me Your Stack is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business. Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

About Jim Williams:

Jim Williams is a veteran marketer for early and growth stage tech companies. He loves bringing transformative concepts to market. Before joining the Influitive team he held marketing leadership roles at Eloqua, Unveil Solutions, Lernout & Hauspie, and several PR agencies.

Think about it - your customers have a very intimate relationship with their mobiles. Beware!

It’s amazing how many marketers still enthuse about their “mobile first” approach to digital. Sure, many of you will have over half your web traffic from mobile devices, and most of your social engagement of smartphones.
But what about the unique mobile customer?

Drawing on case studies from Amazon, Clever Cards, FT.com, Selfridges and Starbucks, this 45 minute session looks at how to deliver the best mobile customer experience in your sector.

- Create a great first impression - any screen, any time, any place
- Wow the early adopters - win the hearts & minds of your greatest fans and resellers
- Develop exceptional UX - across sites, apps
- Make it personal, keep them coming back for more - across the whole customer journey

Social proof is the most powerful weapon on the web. Recommendations from friends, opinions and reviews blow away all other forms of marketing. Go into battle without them and you'll soon be dead meat.

Attend the Trust Bombs webinar and you'll leave armed with an arsenal of strategies for igniting the power of persuasion.

Hear how Hilton Hotels, Adobe and Dell have launched successful Employee Advocacy Programs to achieve key business results. The case studies will include organizational adoption challenges, lessons learned, popular content employees like to share, plus how to sustain the program through rewards and recognitions.

You know your employees are your best brand advocate. You want to help them engage with your customers. How will you tie an employee advocacy program back to revenue? This case study will define how to build your employee advocacy program to amplify paid asset, earn additional marketing reach, drive to your owned content, and ultimately deliver ROI.

Creating a great digital customer experience is about incorporating a digital footprint with a business’s products or services. It can be difficult to define but it is easy to understand. It combines client needs with marketers’ desires to create interactions and communications that drive brand loyalty. This in turn creates loyal relationships that are focused and personal. The net benefits for marketers are efficiency in techniques and marketing automation leading to KPI’s being met. Through different client case studies we will show you how digital customer experience KPI’s have been exceeded by understanding and creating personas that allow for tailored and personal experiences. All this will help you to clearly understand your analytics and manage your customer experiences’.

Winner of several awards, including DIA Omni-channel and Global Markie award for best Cross-Channel Marketing Program, Tivoli Gardens, Denmark’s number 1 tourist attraction, will share in on its lessons delivering customer experience across all channels.

Even after 170 years, Tivoli Gardens is still gearing up for the future. Tivoli Gardens aim to deliver a personalised, omni-channel visitor experience: Internet, mobile, email, social – as well as the physical park experience.

Hear Tivoli Garden’s vision for tomorrow’s digital marketing, which they, together with their agency Magnetix, aim to bring to life: Current strategy, roadmap, results and their take on key success criteria.

Attend free webcasts to learn how leading technology vendors are successfully mapping marketing tactics to their target audience's buying cycle. During these live webcasts, which are also available on-demand, marketers will discuss how their company has changed its approach to awareness, demand generation, pipeline nurturing and customer engagement to dramatically improve results. Don't miss this opportunity to get useful insights for your own marketing campaigns.